Investing in stocks has never been cheaper for US investors: Startups such as Robinhood and incumbents like Fidelity and J.P. Morgan are shaking up investing by offering stock and mutual-fund trades with zero commissions. As fees hit zero, investment management firms are evaluating and evolving their business models to remain relevant and attract customers. This report gives digital business strategy professionals advice on how to evaluate these disruptive price models and deal with the expectation of zero fees.